What can IPMM learn from what is taking place at facebook?
Oh, and she hopes to develop a new ad scheme aimed at the billions that marketers spend on branding ads every year. "I'm hopeful that we play a significant role in pushing the envelope [with] awareness building," she says. "How we get there, I don't think we know yet" says former Google's Sheryl Sandberg COO Facebook.
This statement sums up what the widgets didnt solve, and beacon cannot do, which is sell advertising. We at IPMM believe that even when you have revenues of 140 million for a company valued in the billions, your making a cardinal mistake. THERE IS NO BRAND WITH FACEBOOK. It stands for nothing in the eyes of its users. Its a new utility, used to converse and connect and waste time. Its the "Electric Company" of GenX. And, There is no real experience, unlike a game from Nintendo.
Brand means everything, and when users/consumers connect to it and make it their own, limitless possibilities exist for attracting the right kind of advertiser and monetization.
And what about those widgets, and SLIDE.com's 500 million valuation at 50 million users..
Levchin offers two answers. The first has to do with the changing nature of the Web, where social networks are the fashion of the day. Online search - which is where Google does most of its ad business - today accounts for only 6% of what people do online. This leaves a lot of contested ground.
"The metrics for success," says Levchin, "are going to shift away from who can provide the most reach toward who is paid the most attention."
Still, engagement seems to be catching on. Nielsen has added a new metric that evaluates the amount of time users spend on a site. Google has a cost-per-action option, and in early March, Microsoft (MSFT, Fortune 500) introduced something it calls "engagement mapping," a program that measures online interactions in branding campaigns.
Name: Oscar Toscano for IP MicroMedia Home: Southern California, United States About Me: New Media business Executive building disruptive media systems Visit my Personal BLOG
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